Product quality dimensions ranking: The preference of national motorcycle brand customers / Anita Abu Hassan...[et al.]

This study is about the findings on the perception of the customers towards
the quality level of products of a Malaysian national motorcycle/scooter
brand based on the eight quality dimensions framework. It helps in generalizing
the standing of the product quality attributes among
motorcycle/scooter customers in Malaysia which is crucial in determining
the factors of selecting motorcycle/scooter products in the market. Large
numbers of studies in the past have mentioned consumers’ ambiguity about
the definition and understanding of quality. Hence, it is difficult to meet the
customers’ expectation on quality since their understandings is varied and
inconsistent. In this study, the result shows that conformance to specification
dimension was the highest rating in associating high product quality as
compared to the rest. On the other hand, customers have rated special
feature dimension as the lowest factor in deciding to purchase the national
motorcycle/scooter brand.